The Public Influence And Development Strategy Of WeChat Official Accounts Of Party Newspapers

As a new-born medium which mushroomed in the2011, WeChat hassuccessfully caused industry and academia concern with its heady growth andpowerful influence. Party newspapers, on the other hand, have played an importantrole on nation image dissemination, national spirit development, and also ideologicaldiscourse control. By creating official accounts, the party newspapers own the powerin the WeChat opinion field, write from their own voice and perform well in thecoexistent circumstance. In this dissertation, the author studies several WeChatofficial accounts of party newspapers, focusing on their public influence andcommunication content. Apart from that, facing the development status, the authoralso proposes some pieces of strategic advice for its further development.Chapter One, Introduction. In this chapter, the author analyses thecommunication power and influence in the opinion field of WeChat. The officialaccounts created by party newspapers reveal their great attention to the channel ofWeChat communication. From the literature review, one could conclude that therelated academic researchers are rarely seen while successfully industrial explorationhas already been found.Chapter Two shows the analysis on the public influence of WeChat officialaccounts of party newspapers. Following the overview of development status ofWeChat official accounts of party newspapers, the author lays his emphasis on impactdata analysis of the WeChat official accounts of People’s Daily, several selected partynewspapers from the three northeast provinces and some others. Furthermore, acomparison between WeChat official account of People’s Daily and the other WeChatofficial accounts are shown in this chapter.In the third chapter, the author tries to answer why WeChat official accounts ofparty newspapers have such influence on the basis of the results shown in previous chapter. By content analysis, the author explores the sweets and sorrows of severalcases including the WeChat official accounts of People’s Daily, Guangzhou Daily,JiLin Daily, and Changchun Daily from the perspectives of content construction,mode of transmission, and transmission ideology.Chapter Four discuss the potential development strategies of WeChat officialaccounts of party newspapers. The author thinks identity construction as aninformation server, the news content with attraction and competitiveness, the effectivetransmission channels and modes, and readers-orientation are ways to run a successfulWeChat official account.In the conclusion, the author suggests that party newspapers who hold animportant position of idea dissemination, should consider the issue of new mediaco-existence. And the WeChat official account offers an ideal way to merge thetraditional and new media, in order to expand the voice of party newspapers andpublic influence.